On her website, Wong said: "Currently, with this unreleased feature, the like/reaction count is hidden from anyone other than the creator of the post, just like how it works on Instagram. The list of people who liked/reacted will still be accessible, but the amount will be hidden."

In July, Facebook-owned Instagram announced that it was testing hiding "likes" in several markets, including Australia and Ireland, because it wants to "remove the pressure" on social media users to produce popular content.

Removing "likes" has divided industry opinion over how it will affect the growing market for influencers, for whom Instagram is a key platform. While some influencer marketing specialists describe "likes" as "vanity metrics", the change could also incentivise brands to put more paid media behind sponsored posts.